OPINION: Mail Flagship launched for independents

It’s fair to say most newspaper publishers haven’t been massively prominent in running big schemes to help independent stores, but at the CTN World trade show on Sunday, Mail Newspapers, which has been a supporter of the sector for some time, officially launched Mail Flagship. The initiative marks a huge investment in independents.

There are 200 specifically selected stores throughout the country in Flagship that will receive complete rebranding of their fascias, along with advice, support and promotions that will help them grow sales of the Daily Mail and The Mail on Sunday – through both home news delivery and casual sales.

And one of the most interesting elements of the scheme is that Mail Newspapers will create its own symbol group with these retailers, allowing them to carry the CD and DVD giveaways with the newspapers that are often excluded from independents for logistical reasons. It’s an issue which has caused regular complaints from retailers who have lost customers to the multiples chosen to participate in the promotions.

I spoke to several Flagship retailers at CTN World and all of them were thrilled to be taking part in it and looking forward to achieving results.

Flagship may only be a scheme on a relatively small scale at the moment, but it will be interesting to see how it progresses and whether newspaper symbol groups are a way to make the newstrade thrive in the future.